Louisiana ports launch unified global trade push

KEY TAKEAWAYS:

• Five major Louisiana ports launch joint marketing effort.
• Partnership with Polaris aims to boost global trade visibility.
• Initiative backed by Gov. Landry and Louisiana LED.
• Ports handle 500M+ tons of cargo annually—20% of U.S. total.

Five of Louisiana’s deep-water ports along the Lower Mississippi River have launched a joint marketing initiative aimed at boosting international trade, attracting foreign investment and enhancing the state’s competitive edge in global commerce.

The Port of Greater Baton Rouge, Port of South Louisiana, Port of New Orleans, St. Bernard Port, and Louisiana Gateway Port have signed a cooperative agreement to partner with Polaris Analytics & Consulting to create a unified marketing strategy. The move, announced August 7, is being hailed as a significant step toward economic alignment and growth for Louisiana’s maritime sector.

The initiative is backed by Gov. Jeff Landry and the Louisiana Ports and Waterways Investment Commission and aligns with broader economic goals outlined by Louisiana Economic Development (LED). The ports collectively form one of the busiest port systems in the world, handling over 500 million tons of cargo annually—nearly 20% of the nation’s total volume.

“This collaboration among our Lower Mississippi River ports is a powerful example of regional alignment,” said Susan B. Bourgeois, LED secretary. “By speaking with one voice and leveraging shared strengths, these ports are enhancing Louisiana’s global trade presence and creating high-wage jobs.”

Polaris will assess each port’s strategic position, facilitate stakeholder engagement, conduct competitive benchmarking, and develop a shared value proposition and marketing roadmap. The effort builds on a March 2025 report titled Cargo Market Analysis and Strategy for the Lower Mississippi River Ports, and supports the state’s vision of long-term economic competitiveness.

Julia Fisher Cormier, commissioner of the Louisiana Office of Multimodal Commerce, emphasized the strategic impact of the collaboration: “Each port brings distinct strengths, but together they operate as a unified force — driving global trade, fueling industry and positioning America as a dominant contender in the international marketplace.”

Port leaders echoed that sentiment, pointing to the benefits of pooling resources and speaking to the global market as a single, powerful bloc.

“This collaborative marketing strategy will harness the collective strength of these vital maritime hubs,” said Jay Hardman, executive director of the Port of Greater Baton Rouge. “By uniting resources, our ports can attract broader trade opportunities and enhance visibility.”

Other port executives noted the long-term implications of the agreement, including improved perception of Louisiana’s logistics ecosystem and the ability to compete more effectively for international business.

The Lower Mississippi River ports stretch 256 miles along the river and support thousands of jobs while serving as a critical artery for U.S. exports and imports. By aligning their marketing and strategic messaging, port officials hope to position Louisiana as a top-tier destination for maritime commerce and industrial investment.

The strategy is expected to roll out in phases over the coming year, with Polaris leading both planning and execution.

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